US Creative Works: featuring DirecTV, Bacardi, PlayStation and more

Welcome to The Drum's US Creative Works, supported by Workfront. Dedicated to showing the best creative work in North and South America, we give our readers the chance to decide which work features as our Creative Work of the Week.

Scroll through the latest work, then click through to the global Creative Works site and see what stands out. For project information, creative credits and more, click on the project to expand to full screen and click on the stars to vote.

The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, Dec. 12.

Show me entity :: 24263

: 'It's Never Too Late'

Agency:

Client:

Date: December 2018

The Ohio Lottery's holiday campaign from independent agency, Marcus Thomas, is titled 'It’s Never Too Late.' The campaign centers around the idea that the Ohio Lottery is most likely not top of mind for consumers as they celebrate the holiday season, but that the brand will be there when they have waited a bit too long to get their shopping done. The campaign also plays directly to historical sales data that people often purchase lottery tickets at the last minute.

The campaign consists of three 30-second spots, which each have accompanying 15-second variations, that all tout the message that the Ohio Lottery is going to be there for consumers this holiday season, right up until the very last minute. Each spot is a representation of the time of season, whether 'It’s Only November,' 'The Heart of the Holiday Season,' or 'The Time is Nigh' and it’s time for last minute shopping.

Marcus Thomas also produced several YouTube bumper ads that present the viewer with a series of one-liners that suggest “it’s never too late for Holiday Instants.” Additionally, out-of-home boards present a live countdown clock in minutes that align with the TV and social components.

Video of Ohio Lottery Holiday TV &ndash; The Heart of the Holiday Season 30 REV

Video of Ohio Lottery Holiday TV &ndash; The Time Is Nigh 30

Video of Ohio Lottery Holiday &ndash; Bumper Boy Band

Video of Ohio Lottery Holiday &ndash; Bumper Horror Film

Video of Ohio Lottery Holiday &ndash; Bumper Unsend That Email

Video of Ohio Lottery Holiday &ndash; Bumper Home Cooked Meal

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Show me entity :: 24265

Show me entity :: 24266

: 'Dollops for Generations'

Agency:

Client:

Date: December 2018

Blue Chip created the first holiday spot for Daisy, which taps into the basic human truth that recipes are a thread that connects family members across generations, especially at the holidays.

The spot, titled 'Dollops for Generations,' shows the emotional power of family heirloom recipes by following a fictional family that makes ‘Nana’s Orange Cranberry Cake’ recipe each holiday season beginning in the 70s through today. To make this work, we used the same actors and enlisted set designers from Marvel to date the kitchen appropriately.

The holiday spot will be supported with national print buys in Better Home & Gardens, Food Network and elsewhere, as well as significant support on Pinterest.

: 'Chase'

Agency:

Client:

Date: December 2018

Brazilians love Guaraná. It’s the local soft drink and for those who have grown up in Brazil, it has the taste of childhood. Now Heineken Brazil is launching its new Itubaína Guaraná, and that’s where the campaign positioning comes from. It promises to remind grown-ups of long forgotten fun, something they might have lost contact with.

The film, made for digital and TV, shows a chase of office workers in chairs for the last bottle at the office that quickly gets out of control. It’s filled with Easter Eggs and hidden references of icons in pop culture. Specific versions were edited for each type of consumer, emphasizing the scenes that appeal the most with different kinds of people.

“The whole campaign was thought out with the goal of offering our consumers an experience that goes beyond the soft drink”, says Bruna Fausto, marketing director of Itubaína at Heineken Brazil.

: 'Branded videos'

Agency:

Client:

Date: December 2018

Columbia Sportswear and agency North have launched a series of branded videos that puts influencers into uncomfortable situations outdoors — a TV star scaling a glacier, a singer fishing in Baja, a comedian trekking through the Highlands for a whiskey tasting.

'Date Night' is the latest film, featuring Actor Justin Hartley and his wife looking for a break from their hectic schedules and ending up on a desolate Alaskan glacier for an off-the-grid camping trip. In 'Orca Songs,' singer and songwriter Kesha kayaks in the San Juan Islands, paddling among her favorite animals: orca whales. 'The Highland Way,' features comedian and YouTube personality Mamrie Hart hiking the West Highland Way with a rugged Scottish adventurer Aldo Kane — perhaps only because there’s a scotch distillery at the end. 'The Bucket List FKT' follows ultra-runner Joe McConaughy across seventy miles of wild terrain in Ireland. And 'This One’s for My Crew' helps country music artist (and Columbia fan) Luke Combs surprise his crew with a spontaneous fishing trip to Los Barriles, Mexico off the Baja Peninsula.

: 'Jennifer/Siphan'

So far, the agency, along with production partner Caruso Company and Director Doug Walker, has developed two separate videos — each one in nearly three minute versions — that tell the stories of two very different people whose lives were put back on track with help from Kelly.

One of them is Jennifer, a wife and mother who lost her biotech job after 10 years; the other is Siphan, a US Army veteran who struggled to find work to support his family following a tour of duty in Kuwait.

The videos are examples of how Kelly helps hardworking, talented people discover what’s next. Jennifer’s videos show how Kelly helps professional and technical workers, e.g., scientific and engineering professionals, find new job opportunities and advance their careers through nontraditional channels. The videos about Siphan represent a key mission of Kelly to support veterans as they transition into civilian careers.

The videos will be promoted on Facebook, LinkedIn, Twitter and YouTube. In addition, Kelly has an employee advocacy tool called Everyone Social that enables their full-time employees to easily share content such as this across their personal social channels.